1. Applied Mareking

2. What is a market segment? A market segment consists of a group of customers who share a similar set of needs and wants.

3. Segmenting consumer markets Geographic Demographic Psychographic Behavioural 1. 2. 3. 4.

4. Behavioral segmentation: decision roles Initiator Influencer Decider Buyer User

5. Behavioural segmentation: behavioural variables  Occasions  Benefits  User status  Usage rate  Buyer-readiness  Loyalty status  Attitude

6. Behavioral segmentation breakdown Figure 10.4 Behavioural segmentation breakdown

7. Figure 10.3 Brand funnel

8. Relationship Ladder

9. The conversion model ConvertibleShallowAverageEntrenched Strongly unavailable AmbivalentAvailable Weakly unavailable Users Nonusers

10. Purchase decision Process

11. AIDA ModelAttention Interest Desire Action

12. Three Product Levels

13. What is positioning? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

14. Examples of Value propositions Table 10.8 Examples of value propositions Source : M. R. V. Goodman, Durham University

15. Defining associations Points-of-difference (PODs)  Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand. Points-of-parity (POPs)  Associations that are not necessarily unique to the brand but may be shared with other brands.  Necessary but not sufficient

16. Negatively correlated attributes and benefits Table 10.10 Examples of negatively correlated attributes and benefits

17. Understanding competitive structure of a market  How do customers view the brand?  Which competitive brands do customers perceive to be their closest competitors?  What market offering and company attributes are most responsible for these perceived differences?

18. What is perceptual mapping? Perceptual (or positioning) mapping is a marketing tool that enables marketers to plot the position of their offering against those of the competition? Figure 10.7 Example positioning map of the UK chocolate block sector market Source : M. R. V. Goodman, Durham University

21. Product differentiation  Product form  Features  Performance  Conformance  Durability  Reliability  Reparability  Style  Design  Ordering ease  Delivery  Installation  Customer training  Customer consulting  Maintenance

22. Slide 15.22 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 Service differentiation  Ordering ease  Delivery  Installation  Customer training  Customer consulting  Maintenance and repair

23. Slide 15.23 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 Lessons from product life cycles  Products (market offerings) have a limited life.  Sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller.  Profits rise and fall at different stages of the product life cycle.  Products require different marketing, financial, manufacturing, purchasing and human resource strategies at each stage.

24. Slide 15.24 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 Long-range product life cycle

25. Introduction Growth MaturityDecline

27. Slide 15.27 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009

28. Slide 15.28 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009

29. Slide 15.29 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 PLC Style, Fashion, Fad

30. Where do these fall on the PLC  FAX  TABLET PC  DESKTOP PC  MOBILE PHONE  SMART PHONE  CALCULATOR  ULTRABOOK  E-READER

31. What about these?  CRT TV  LCD TV  LED TV  PLASMA TV  3-D TV  WINDOWS 98  WINDOW XP  WINDOWS VISTA  WINDOWS 7  WINDOWS 8

32. Ansoff’s Matrix Current ProductsNew Products Current Markets Market penetration strategy Product development strategy New Markets Market development strategy Diversification strategy

33. Slide 15.33 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 Strategies to sustain rapid market growth  Improve product quality and add new product features and improved styling.  Add new models, accessory items and personalising options.  Enter new market segments.  Increases its distribution coverage and enters new distribution channels.  Shifts from product-awareness advertising to product-preference advertising.  Lowers prices to attract the next layer of price-sensitive buyers.